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Creative case ‘Working Capital campaign’ BNP Paribas Fortis

Creative case ‘Working Capital campaign’ BNP Paribas Fortis. Catherine Closset Head of Advertising & Media BNP Paribas Fortis. Key Challenge. Developing a new B2B external com concept…. … and keeping your concentration during 20 minutes. 4 golden rules. Rule n°1 Be in the skin

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Creative case ‘Working Capital campaign’ BNP Paribas Fortis

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  1. Creative case‘Working Capital campaign’BNP Paribas Fortis Catherine Closset Head of Advertising & Media BNP Paribas Fortis

  2. Key Challenge • Developing a new B2B external com concept… … and keeping your concentration during 20 minutes BCQ Advertising & Media

  3. 4 golden rules BCQ Advertising & Media

  4. Rule n°1 • Be in the skin • of your target • group

  5. Context: 2012 BCQ Advertising & Media

  6. Profile of the target group Not open for advertising Looking for added value content CEO & CFO’s Working hard Could be influenced by peers advices Few time Likes to benchmark himself or his company BCQ Advertising & Media

  7. Departement Rule n°2 Break the rules

  8. From product push to customer needs BCQ Advertiising & Media

  9. Would you recommend the WCScan to another ACMA? YES 87% 92% of clients were very satisfied with the ACMA’s visit New Sales Tools: the Working Capital Scan • Simulate the impact of financial supply chain management based on client’s Balance Sheet • Compare through benchmarking with sector peers “Some customers pay a consultant to have such analysis” “The iPad gives a professional aspect” “It makes the conversation more interactive and concrete”

  10. Rule n°3 Challenge your partners

  11. Challenge the creative & media agencies 3 AGENCIES 1 BRIEFING BCQ Advertisiing & Media Think together out of the box& 1 common recommendation

  12. Rule n°4 Seduce (with a nice story)

  13. “Working Capital Need” CampaignA global marketing and communication approach Advertising DM Barometer Working Capital Need campaign WCN website Customerevents SalesTools Public Relations Sales support

  14. The mediamix • IMAGE CAMPAIGN • MEDIA EVENT • BAROMETER • LEAD GENERATION • CONTENT DOSSIER • & • advertorials Working capital campaign • MOBILE • EXPERTS VIDEOS • ONLINE BCQ Advertising & Media

  15. Image campaignBased on customer needs • Objective : awareness & leads generation6 ads in business newspapers, magazines and trade press BCQ Advertising & Media

  16. The barometerBuild credibility In association with and • Start: 27/02/12 (recruitment) – 23/04/12 (results) • Objective : awareness & credibility- Partnership with Trends, Canal Z, Radio 1 & La Premiere: recruitment campaign and editorial on results- Link WCN site: teasing & results, films experts used on Canal Z • RecruitmentcampaignPRINTONLINE BCQ Advertising & Media

  17. The barometerBuildcredibility • Online survey 385 participants (CFO, CEO) BCQ Advertising & Media

  18. Content dossiers 26.04: dossier on the results of the survey in Trends/Tendances BCQ Advertising & Media

  19. Content dossiers • ‘Expert talks’: Weekly column during 5 weeks in Trends/Tendances2/3 page BCQ Advertising & Media

  20. Experts videos Survey results on 6 editorial pieces during 6 weeks & experts videos 2’ Expertstestimonials BCQ Advertising & Media

  21. Online • Website Canal Z (Z-Wijzer / Z-Futé)Integrated page (editorial & experts videos) BCQ Advertising & Media

  22. Online Trends.be : ‘WorkingCapital’-dossier ‘powered by BNP Paribas Fortis’ • 2 ads on every page: 100% presence • 1 month exclusivity • 4 newsletters • Advertorials (integrated page) with ‘the expert talks’ BCQ Advertising & Media

  23. Online Image campaign ‘Working Capital’Presence in a selection of B2B websites, Pure Business Pack included: Standaard.biz + Trends.be BCQ Advertising & Media

  24. Mobile Mobile pack • 2 weeks presence (100% SOI) • iPhone: splash & floor ads • iPad: vertical/horizontal splash • vertical/horizontal banners BCQ Advertising & Media

  25. Lead generation Business newsletters Generateleads for BNPPF Direct marketingWhitepaperincluded BCQ Advertising & Media

  26. Media event Trends CFO of the year (27/06/12) Sponsored by BNP Paribas Fortis BCQ Advertising & Media

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